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The Edwards Personal Preference Schedule and Consumer Personality Research

AFTER NOTING THE PROMINENCE OF THE EPPS IN CONSUMER PERSONALITY RESEARCH THE ARTICLE CONSIDERS THE PROBLEMS OF SOCIAL DESIRABILITY, IPSATIVE SCORING, AND VALIDITY. IPSATIVE SCALES DO NOT ALLOW INTERINDIVIDUAL COMPARISONS AND THEREFORE ARE NOT APPROPRIATE FOR CONSUMER BEHAVIOR RESEARCH WHICH TYPICALL...

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Published in:	Journal of marketing research 1974-08, Vol.11 (3), p.335-337
Main Author:	Horton, Raymond L.
Format:	Article
Language:	English
Subjects:	Behavioral sciences Consumer behavior Consumer research Griffins Highlands Marketing Methods Normativity Personality Personality inventories Personality psychology Personality tests Research Notes and Communications Researchers Social desirability bias
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container_end_page	337
container_issue	3
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container_title	Journal of marketing research
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creator	Horton, Raymond L.
description	AFTER NOTING THE PROMINENCE OF THE EPPS IN CONSUMER PERSONALITY RESEARCH THE ARTICLE CONSIDERS THE PROBLEMS OF SOCIAL DESIRABILITY, IPSATIVE SCORING, AND VALIDITY. IPSATIVE SCALES DO NOT ALLOW INTERINDIVIDUAL COMPARISONS AND THEREFORE ARE NOT APPROPRIATE FOR CONSUMER BEHAVIOR RESEARCH WHICH TYPICALLY REQUIRES SUCH COMPARISONS. IPSATIVE SCALES ALSO PRODUCE ARTIFICIAL RESTRICTIONS ON THE INTERPRETATION OF MULTIVARIATE ANALYSIS SUCH AS FACTOR AND CLUSTER ANALYSIS. CONSUMER BEHAVIOR RESEARCHERS HAVE BORROWED HEAVILY FROM THE BEHAVIORAL SCIENCES IN THE PAST AND MUST CONTINUE TO DO SO IN THE FUTURE. IN THEIR BORROWING, HOWEVER, IT IS ESSENTIAL THAT CONSUMER BEHAVIOR RESEARCHERS FULLY CONSIDER THE COMPLEXITY AND DIVERSITY OF AND THE CONTROVERSY SURROUNDING BEHAVIORAL SCIENCE RESEARCH INSTRUMENTS SUCH AS THE EPPS PERSONALITY TEST. REFERENCES.
doi_str_mv	10.1177/002224377401100315
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research</jtitle></facets><delivery><delcategory>Remote Search Resource</delcategory><fulltext>fulltext</fulltext></delivery><addata><au>Horton, Raymond L.</au><format>journal</format><genre>article</genre><ristype>JOUR</ristype><atitle>The Edwards Personal Preference Schedule and Consumer Personality Research</atitle><jtitle>Journal of marketing research</jtitle><date>1974-08-01</date><risdate>1974</risdate><volume>11</volume><issue>3</issue><spage>335</spage><epage>337</epage><pages>335-337</pages><issn>0022-2437</issn><eissn>1547-7193</eissn><coden>JMKRAE</coden><abstract>AFTER NOTING THE PROMINENCE OF THE EPPS IN CONSUMER PERSONALITY RESEARCH THE ARTICLE CONSIDERS THE PROBLEMS OF SOCIAL DESIRABILITY, IPSATIVE SCORING, AND VALIDITY. 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source	ABI/INFORM global; ABI/INFORM Global; BSC - Ebsco (Business Source Ultimate); JSTOR
subjects	Behavioral sciences Consumer behavior Consumer research Griffins Highlands Marketing Methods Normativity Personality Personality inventories Personality psychology Personality tests Research Notes and Communications Researchers Social desirability bias
title	The Edwards Personal Preference Schedule and Consumer Personality Research
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